2Sustain

Welcome to 2sustain – a new blog focused on the world of sustainable business, and the people, issues, policies and trends facing 21st century business leaders. We hope you will find our corner of the web informative and valuable.

2sustain is written and maintained by Tim Albinson, a longtime environmental conservationist and current CEO of Aravo Solutions. In addition to our regular editorial entries, in order to help our readers discover and navigate the wealth of thinking and content surrounding the topic of sustainability, we’ve provided links to various sustainability and environmentally focused websites, blogs and news feeds, and will update them on a continual basis. We will also regularly feature guest entries and interviews with leaders from the public, private and nonprofit sectors, and try to keep it lively and fun with multimedia posts such as podcasts, videos, etc.

Now sustainability is a broad term with different meanings to different people. And the “buzz” is going through the roof. This is both a strength (flexibility) and a weakness (dilution). Given the word has become so prevalent and has such immense potential, we’ll kick off our first few entries this and next week with a series of writings on the word itself, how it is being used, and how business leaders can benefit from using it in the right context.

We’re going to take a slightly different approach, applying all this thinking,  momentum and awareness with a singular purpose: the realization of positive environmental, labor and social benefits brought about by making businesses more sustainable. However we will never lose sight of the need to drive profitability and make wise business decisions. The belief that sustainability and profitability must go hand-in-hand in order for us to achieve our loftier goals of positive global change – or “Green is Green” as Jeff Immelt, CEO of GE says – will be our guiding principle.

Welcome to the discussion.